ARE YOU READY FOR THE NEXT GENERATION INGREDIENT BRANDING?

CLIENTS

BRAIND® works for European and global clients exclusively in the field of strategic management and brand consulting for Ingredient Brands. We help clients to create, implement, manage or transform Ingredient Brands. We help clients to lift their Ingredient Brand to the level of a NEXT GENERATION INGREDIENT BRAND

We respect our clients and 100% confidentiality is our highest commitment to them. Our work for clients is very strategic and results are often not yet introduced to the market place. That’s why we do not communicate a client list On request we can show you reference projects authorized by our clients.

If you are interested in engaging BRAIND® as a strategic partner for your Ingredient Branding process, we will share with you our experiences and procedures in detail.

Ingredient Branding is a highly complex business model and brand concept. It has multiple dimensions that need to be managed simultaneously, internally and externally, and synchronized throughout the downstream value chain in the right manner and with the right timing.

If you feel that BRAIND® could be a trustful partner to discuss your Ingredient Brand strategies, plans and ideas, we would be very happy to become your partner of choice. The first step after contacting us is always a detailed personal conversation between you and the BRAIND® Managing Director Mr. Tomas Vucurevic. In this conversation we bring in all our know-how and personal experiences in creating, managing and trasnforming Ingredient Brands. Together we will evaluate the possible scenarios of a potential cooperation and define the cornerstones of a joint project.

So please contact us and share with us your individual Ingredient Branding project.

BRAIND d.o.o.

CONTACT US NOW

OUR TEAM

Tomas Vucurevic

Owner / Managing Director

Tomas Vucurevic is one of the leading global experts for Ingredient Branding, Founder and Managing Director of BRAIND®. For almost a decade Tomas has been in charge for the global Brand Management of one of the world’s most famous Ingredient Brand: GORE-TEX®. In addition Tomas was responsible for all other brands of W.L. Gore’s Fabrics Division in that time such as the Ingredient Brands WINDSTOPPER® and CROSSTECH®; the consumer brands GORE BIKE WEAR™ and GORE RUNNING WEAR™. During his time at W.L. Gore & Associates he was as well founding member of the corporate Enterprise Brand Steering Committee.

Tomas has published many articles about Ingredient Branding and has been a guest speaker on this topic at international conferences and leadership meetings of large corporations. He was a lecturer for Ingredient Branding at the ZFU International Business School in Switzerland where he has been rewarded with the Teaching Award in Gold. He holds a master degree in Economics, specialized in Marketing and Tourism Management and has worked throughout his 20 year Industry career in leadership roles for global brands such as Motorola, Swatch and Gore-TEX®. In recent years he gained additional competencies in the Private Equity business driving international business development strategies for various companies in B2B industries.

Lukas Ebster

Project Manager

Lukas Ebster is an active member of BRAIND® being part of the Brand Analysis and Project Management team. A Bachelor in Business Administration has allowed him to fully unfold his talents, which he is able to utilize when it comes to interdisciplinary projects and tasks. Following his Bachelor, Lukas was able to gather additional experience through his Master studies, which entailed economics, European Union law, as well as political sciences. Furthermore, Lukas was able to gain practical knowledge and experience in the past years through his work in the IT-industry as well as in the Health service sector.

Fluid Agency Network

BRAIND® operates as a fluid agency network, depending on the scope of the project. The core processes of an Ingredient Brand Strategy are always developed personally by the company owner and our Senior Consultants.

Our experiences over the past 20 years dealing with agencies and consultants as clients brought us to the belief that traditional agencies or consultants often don’t oversee the complexity of Ingredient Branding projects. BRAIND® has a strong network of experts from all areas of Brand Management, Strategic Marketing, Sales, Marketing Communications, Product Management, Innovation, Consumer Insights, Social & Digital Media, Sustainability, Employer Branding and other adjacent areas.

Depending on the scope of your project, BRAIND® pulls together an extended team which works very closely with your inside team on your specific Ingredient Branding need. We train and coach the teams of our clients to become real Ingredient Brand experts and the cooperation with our clients often lasts over several years.

The BRAIND® INgredient Brand timeline

is the first comprehensive listing of Ingredient Brands. It covers more than 120 years from 1888 until 2012. In that sense the timeline represents an online free-content encyclopedia that owners or stake-holders of Ingredient Brands can edit and contribute to. It represents an effort to display the breadth and variety of Ingredient Brands over time. It should help to bring knowledge to everyone who seeks information about Ingredient Branding. The listing of brands on the BRAIND® Ingredient Brand timeline does not relate in any way to a commercial interest or business relation with BRAIND® Ltd.

Indanthrone blue is an organic dye made from 2-aminoanthraquinone treated with potassium hydroxide in the presence of a potassium salt. It is a pigment that can be used in the following mediums: acrylic, alkalyd, casein, encaustic, fresco, gouache, linseed oil, tempera, pastel, and watercolor painting. It is used to dye unmordanted cotton and as a pigment in quality paints and enamels. Indanthrene Blue RS was patented in 1901 by Rene Bohn as the first anthraquinone vat dye, one of the dyes with very good fastness to light and washing.

1892 French scientist and industrialist Hilaire de Chardonnet (1838–1924)— who invented the first artificial textile fiber, artificial silk—created viscose. British scientists Charles Frederick Cross and Edward John Bevan took out a British patent in May, 1892. In 1893 they formed the Viscose Syndicate to grant licences, and in 1896 formed the British Viscoid Co. Ltd. to exploit the process. Today Lenzing Viscose® is a registered trademark of the Lenzing AG, Austria.

1936 Scotchlite is a retroreflective material made by 3M. Its primary use is in nighttime high-visibility applications, such as reflective tape for cyclists, safety vests for road workers, or the front of many traffic signs. Scotchlite was invented in 1936

1937 Vibram S.p.A. is an Italian company that both manufactures and licenses the production of Vibram-branded rubber outsoles for footwear. The company is named after its founder, Vitale Bramani. He i is credited with inventing the first rubber lug soles for shoes. These soles were first used on mountaineering boots, replacing leather soles fitted with hobnails or steel cleats, commonly used up until then.Today, Vibram soles are used by more than 1,000 footwear manufacturers in their footwear products.

1938 The story of the Teflon® brand began on April 6, 1938, at the DuPont Jackson Laboratory. A DuPont chemist, Dr. Roy J. Plunkett, was working with gases related to the company’s refrigerant products, when he discovered that a frozen, compressed sample of tetrafluoroethylene had polymerized spontaneously into a white, waxy solid to form polytetrafluoroethylene (PTFE). This was the world’s first fluoropolymer, which possessed not only outstanding chemical and heat resistance, but also the world’s most slippery surface qualities. PTFE was registered under the Teflon® brand trademark in 1944 by DuPont.

1956 Introduction of the Trevira brand for polyester products of Hoechst AG. The Trevira brand started life as a linguistic error and already in 1932. Trevira had made its entry into the trademark register. This was at the hands of Adolf Kämpf, director of an artificial silk factory in Bobingen, near Augsburg. Kämpf wanted to take the trademark from the Latin name of the city of Augsburg, but actually this was not Augusta Treverorum, as he thought, (which is Trier), but Augusta Vindelicorum. While the mistake was cleared up, the trademark stuck – its use changing with the times.

1958 What do medical devices, automotive headlamps, sporting equipment, electronics, DVDs, eyewear, architectural glazing and LED lighting have in common? They’re among the diverse applications that rely on Makrolon® polycarbonate produced by Covestro, a high-performance thermoplastic that affects many lives on a daily basis.

1962 CERAN® becomes a registered trademark of SCHOTT AG, Germany. From that year on, CERAN® is marked as the original glass-ceramic cooktop panel. The original can clearly be identified by the SCHOTT CERAN® logo on each cooktop panel. Today more than 80 Mio. Households world-wide are cooking with CERAN®. In 2010 SCHOTT CERAN® wins the German Innovation Award among other for the successful Ingredient Branding Strategy with its customers

1963 The success story of the present RECARO company began in 1906 in Stuttgart, as the 32-year old master saddler Wilhelm Reutter founded the company “Reutter, Wilhelm, Saddler. The foundation for the present company was laid in 1963, as RECARO was formed as a play on words – Reutter and CAROsserien (coaches). The first RECARO sport seat was introduced in 1965, and in motor racing, the company quickly became a recognized brand name. RECARO redefined sitting in the automobile and is expanding its business into airplane, stadium and maritime seats and introduced in 2010 its first home furniture line

1964 Bose Corporation was founded in 1964 by Dr. Amar G. Bose, then professor of electrical engineering at the Massachusetts Institute of Technology. He observed that loudspeakers don't deliver natural sound and extensive research into the science of sound leads to the formation of the Bose Corporation. The quest for better sound was on

1965 Since the 1960s, Dolby Laboratories has been a leader in audio innovation. Beginning with Dolby® noise reduction, a form of audio compression and expansion that reduces background hiss in tape recording, Dolby Laboratories has developed many groundbreaking technologies, advancing the science of audio reproduction.

1967 Nomex is a registered trademark for flame-resistant meta-aramid material developed in the early 1960s by DuPont and first marketed in 1967. Nomex® is an inherently flame-resistant, high-temperature fiber that will not melt, drip or support combustion in air. It also delivers outstanding resistance to a broad range of chemicals and is offered in paper, felt, fabric and fiber forms.

1967 Corian is the brand name for a solid surface material created by DuPont. It is composed of acrylic polymer and alumina trihydrate. Corian can be thermoformed by heating it to 300°F (150°C), allowing unique shapes to be created. Its primary use is in kitchen countertops, bathroom vanity tops, and wall cladding in showers. Due to its non-porous quality, Corian is approved for use in specialized environments, such as laboratories and hospitals. Corian's versatility allows it to be joined, shaped, and finished into a wide variety of products. It comes in more than 100 colors and patterns.

1973 Kevlar is the registered trademark for a para-aramid synthetic fiber. Developed at DuPont in 1965, this high strength material was first commercially used in the early 1970s as a replacement for steel in racing tires. Currently, Kevlar has many applications, ranging from bicycle tires and racing sails to body armor because of its high tensile strength-to-weight ratio. When used as a woven material, it is suitable for mooring lines and other underwater applications

1974 Alcantara is a brand name given to a composite material used to cover surfaces and forms in a variety of applications. The material was developed in the early 1970s by Toray Industries, as a variation of their other product Ultrasuede. Around 1972, a joint venture between the Italian chemical company ENI and Toray formed Alcantara SpA in order to manufacture and distribute the material

1976 In 1969 Bob Gore discovers GORE-TEX® expanded PTFE (ePTFE). In 1972 the first GORE-TEX® fiber is manufactured and in 1976 Gore receives its first commercial order for GORE-TEX® fabric — the first breathable, waterproof, and windproof fabric. Today, W.L. Gore & Associates, Inc. produces an array of different fabrics that have revolutionized the market for protective outerwear

1985 Since its introduction in 1981 consumers have consumed more than 5,000 products containing NutraSweet® brand sweetener. As the world's premier sugar substitute, NutraSweet offers great taste and virtually no calories. With regulatory approvals in more than 100 countries on six continents, NutraSweet is the most widely recognized and tested sweetening ingredient in the world

1986 PrimaLoft is a patented synthetic microfiber thermal insulation material that was originally developed for the United States Army in the 1980s. PrimaLoft is a registered trademark of PrimaLoft Inc. PrimaLoft is used as a synthetic insulation in the outdoor market in outerwear, gloves, sleeping bags, and footwear. It is also used as a down alternative in the home furnishings market in pillows, comforters, and mattress toppers

1986 Coolmax is a trademark and a brand name for a series of moisture-wicking technical fabrics developed in 1986 by DuPont Textiles and Interiors (now Invista). The fabrics employ specially-engineered polyester fibres to improve breathability compared to natural fibres like cotton.

1991 Linux is a Unix-like computer operating system assembled under the model of free and open source software development and distribution. The defining component of Linux is the Linux kernel, an operating system kernel first released October 5, 1991 by Linus Torvalds

1991 Intel has become one of the world's most recognizable computer brandsand probably the worlds's Nr.1 Ingredient Brand following its long-running Intel Inside campaign. The campaign, which started in 1991, was created by Intel marketing manager Dennis Carter. The five-note jingle was introduced the following year and by its tenth anniversary was being heard in 130 countries around the world. The initial branding agency for the Intel Inside campaign and the Intel swirl logo was DahlinSmithWhite Advertising of Salt Lake City under the direction of Intel president and CEO Andy Grove.

1991 A pioneer in its field, Akrapovič is widely recognised as a highly innovative materials technology company. The brand is synonymous with the highest level of design, performance enhancement and the creation of an unmistakable deeply resonant exhaust sound.

1992 The Oeko-Tex® label indicates to interested end users the additional benefits of tested safety for skin-friendly clothing and other textiles. In this way, the test label provides an important decision-making tool when purchasing textiles

1992 Tencel is a natural, man-made fiber. It is the trade name for the generic fiber Lyocell owned by the Lenzing AG, the global market leader for man-made cellulose fibers.

1993 Portable Document Format (PDF) is an open standard for document exchange. This file format, created by Adobe Systems in 1993, is used for representing documents in a manner independent of application software, hardware, and operating systems.

1994 Bluetooth is a proprietary open wireless technology standard for exchanging data over short distances from fixed and mobile devices, creating personal area networks (PANs) with high levels of security. Bluetooth is managed by the Bluetooth Special Interest Group, which has more than 15,000 member companies in the areas of telecommunication, computing, networking, and consumer electronics. The word "Bluetooth" is an anglicised version of the Scandinavian Blåtand/Blåtann, the epithet of the tenth-century king Harald I of Denmark who united dissonant Danish tribes into a single kingdom. The implication is that Bluetooth does the same with communications protocols, uniting them into one universal standard

1995 MP3 is a patented digital audio encoding format using a form of lossy data compression. It is a common audio format for consumer audio storage, as well as a de facto standard of digital audio compression for the transfer and playback of music on digital audio players

1995 Java is a programming language originally developed at Sun Microsystems and released in 1995 as a core component of Sun Microsystems' Java platform. As of May 2007 Sun relicensed most of its Java technologies under the GNU General Public License

1996 Microban is a global leader in built-in antimicrobial product protection, engineering durable antimicrobial solutions for consumer, industrial and medical products. Microban uses a broad range of antimicrobial technologies that can be engineered into a breadth of materials including: polymers, textiles, coatings, paper and adhesives. The Microban brand provides important consumer reassurance and is a trustmark that stands for safe, durable and effective antimicrobial protection.

1997 Adobe Flash (formerly Macromedia Flash) is a multimedia platform used to add animation, video, and interactivity to web pages. Flash is frequently used for advertisements, games and flash animations for broadcast. More recently, it has been positioned as a tool for "Rich Internet Applications" ("RIAs")

1998 TWINTEC AG is a leading supplier of environmentally friendly products and technologies for reducing exhaust emissions. TWINTEC also offers a retrofit system for running passenger cars on cost-effective liquefied petroleum gas (LPG)

1999 Wi-Fi is a popular technology that allows an electronic device to exchange data wirelessly (using radio waves) over a computer network, including high-speed Internet connections.In 1999, the Wi-Fi Alliance was formed as a trade association to hold the Wi-Fi trademark under which most products are sold. The term Wi-Fi was coined by the brand-consulting firm called Interbrand which also created the Wi-Fi logo.

2000 The bluesign® standard offers an independent approval system for the textile industry, taking into account the whole production process, minimizing the impact on the environment and safeguarding human health

2001 DivX, Inc. was the corporation behind the MPEG-4 Part 2-based codec, DivX. The company's codec has been downloaded over 240 million times since January 2003

2001 PayPal is a global e-commerce business allowing payments and money transfers to be made through the Internet. Online money transfers serve as electronic alternatives to paying with traditional paper methods, such as checks and money orders.

2007 Android is a Linux-based operating system for mobile devices such as smartphones and tablet computers. It is developed by the Open Handset Alliance led by Google

2007 Gorilla Glass, manufactured by Corning, is an alkali-aluminosilicate sheet glass engineered specifically to be thin, light and damage-resistant. Its primary application is portable electronic devices with screens, such as mobile phones, portable media players, and laptop displays.Gorilla Glass's most useful qualities are its strength, scratch resistance and thinness. As of 2010 it was used in about 20 percent of the world's approximately 200 million mobile handsets

2010 SWAROVSKI ELEMENTS is the premium brand for finest crystal elements manufactured by Swarovski. Our business partners benefit from superior product quality and first-class services such as trend consultancy and application support.Selected partners are granted the right to communicate our ingredient brand MADE WITH SWAROVSKI ELEMENTS within their collections.

2011 The ECONYL® Regeneration System is an innovative industrial recycling system introduced by Aqualfil in 2011, in order to produce the nylon 6 polymer from post consumer waste, i.e. end-of-life products made from polyamide 6 including fishing nets, fluff (the top of carpets and rugs), rigid textiles and plastic components post industrial waste generated from the production of nylon 6

2014 Innovation since 1904, ISKO™ as a part of the turkish SANKO Group is the world’s number one producer of premium quality denim. Inventions such as the cult fabric JEGGINGS™ were created by ISKO™. From haute couture to street wear, the ISKO™ brand is trusted worldwide.

2014 The PrimaLoft® brand had expanded its offering well beyond the core business of insulation technologies. BRAIND® aligned brand with corporate and market strategy to comprise a wider brand promise. To make the brand fit for future growth, a brand framework, revised brand architecture, naming system and brand identity was developed. Successful brand activation was achieved through an extensive product identification program including hangtags and labels.

2015 Since 2015, Bayer MaterialScience has been an independent company, operating under the new name Covestro. Covestro is a leading supplier of high-value polymers and innovative solutions for key sectors such as transportation, construction, electronics, furniture, sports equipment and textiles.

2016 Akrapovič marked an important milestone in the company’s history in 2016, when the Slovenian exhaust specialist observed its 25th anniversary. To kick off the celebrations, Akrapovič has prepared a special logo to mark the occasion, featuring an interlocked “25” in the shape of a racetrack, with a chicane design element to honour one of the most important areas of the firm’s history: the highly emotive and exciting world of racing.

The BRAIND® INgredient Brand timeline

Thank you for your interest in adding your brand to the BRAIND® Ingredient Brand Timeline. Please provide us the following information:

The BRAIND® INgredient Brand timeline

Legal note

The entire content of our homepage is protected by copyright. If any information of our website is reproduced an express notice must be included of the copyright and rights of ownership by BRAIND® Ltd. In addition BRAIND® must give his expressed written consensus to any such reproduction of our content. Content may not be amended in any way. Any use for public or commercial purposes requires the consent of BRAIND® Ltd. Any breach of these terms and conditions will give rise to an obligation to immediately destroy any and all content which has been produced. This shall be without prejudice to our rights to claim damages. The information available on this site has been prepared with great care. However, BRAIND® does not give any warranty as to its completeness or suitability. Use of our content made available on other internet pages by linking, posting or sharing in any other form is at the user's own risk. BRAIND® is a registered CTM trademark. Information provided through possible links to other Internet sites must be clearly distinguished from the BRAIND® content. For illegal, incorrect or incomplete content and especially for damages resulting from the use or non-use of such third party information, only the providers of these pages can be taken accountable.

The content of our pages was created with great care. For the correctness, completeness and topicality of contents we cannot take any responsibility. As a service provider we are responsible for our own content on these pages under the general laws. We are not obliged as a service provider to monitor transmitted or stored foreign information or to investigate circumstances that indicate illegal activity. Obligations to remove or block the use of information under the general laws remain unaffected. However, liability is only possible from the date of knowledge of a specific infringement. Upon notification of such violations, we will remove the content immediately. Please see as well the legal disclaimer for the BRAIND® Ingredient Brand Timeline.

INGREDIENT BRANDING
What is it?

Most successful Ingredient Branding concepts have been developed between the 1950’s and the 1990’s of the last century with INTEL® as the ultimate Ingredient Brand of that time. But the oldest Ingredient Brand concepts go back into the 19th century. Check out the BRAIND®Ingredient Brand Timeline and browse an extensive list of well-known Ingredient Brands.

Upstream manufacturers have positioned Ingredient Brands around breakthrough innovations in order to improve and accelerate market acceptance by the downstream value chain. The digital revolution brought a second wave of Ingredient Brands in recent years such as BLUETOOTH, Wi-Fi, MP-3, DIVX and the rise of ANDROID. Business standards, services or production processes and sustainable solutions such asECONYL®, BLUESIGN, FAIRTRADE, TÜV or ÖKO-TEX are moving into the focus of consumers and are forming a third and growing vector for Ingredient Brands.

What do those brands have in common? What are those companies looking for?

Ingredient Branding gives compeanies a great opportunity to sell more products at higher prices and/or better margins in order to emerge from the role of a supplier into an equal business partnership by stimulating consumption through the downstream value chain. It is needed to create a strong and differentiating brand, which positively influences customer loyalty by increasing consumer / end user preference (= brand insistence). By doing so consistently over time, companies can create brand equity for themselves and added value for the carriers of the Ingredient Brand.

BRAIND® is the first brand management consulting firm specialized exclusively in the development, enhancement or transformation of Ingredient Brands. We can help your company in all aspects of Ingredient Branding based on more than a decade of experience in managing some of the most successful Ingredient Brands globally. With our NEXT GENERATION INGREDIENT BRANDING model we offer you the highest level of knowledge weather you want to create, implement, enhance or transform your Ingredient Brand.

If you want to find out more about us and our NEXT GENERATION INGREDIENT BRANDING model, please click here.

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What's in?INGREDIENT BRANDING

BRAIND® is the first brand management consulting firm specialized in the development, enhancement or transformation of Ingredient Brands.

Under Ingredient Branding we define a proactive process to improve a brands position in the marketplace by creating a firm value proposition and strong brand insistence by the forward orientated elements of the value chain.

Doing this we always focus on:

Analyzing the brands current position with respect to its specific Ingredient Brand lifecycle process, its current value chain position and the changes in the wider business environment

Shaping a unique brand framework and positioning together with the client

Developing go to market strategies to create demand from the downstream value chain

Establishing a proper Brand Management implementation and control process to ensure return on investment

Supporting clients in the creation of meaningful and relevant Brand Activation programmes

BRAIND® offers its unique NEXT GENERATION INGREDIENT BRANDING model for three different phases of the Ingredient Brand life cycle:

1.BRAIND® CREATION

for companies, that:
- want to create an Ingredient Brand
- are looking for alternatives to strengthen their current position in the value chain
- are searching for opportunities to extract more value out of their downstream market activities.

2.BRAIND® IMPLEMENTATION

for companies that:
- want to develop, improve, enhance or regenerate their Ingredient Brand
- want to make their Ingredient Brand fit for the future with our NEXT GENERATION INGREDIENT BRANDING™ approach

3.BRAIND® TRANSFORMATION

for companies that:
- have the need or desire to transform their brand and business model
- want to forward integrate within their value chain

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Next Generation Ingredient Branding

THE GROWTH TRAP FOR INGREDIENT BRANDS:

We have seen many successful Ingredient Brands arising during the past decades, but we must not forget that a lot of Ingredient Brands as well disappeared or lost their competitive advantage in recent years.

Why? Many Ingredient Brands of the first generation have been positioned around a unique technical or functional performance. Often these technologies became commodities over time facing fierce competition and the Ingredients missed to leverage their existing Brand Equity into new offerings and services. Ingredient Brands have their own brand life cycle such as any other brand and still stand means falling back while markets and consumer preferences move on.

The result: lack of growth and/or shrinking profit margins.

THE FUTURE FOR INGREDIENT BRANDS:

Ingredient Brands have their own brand life cycles as any other brand too. Ingredient Brands have developed strong relationships with large audiences, many of them over decades. The brands’ clientele is expecting their partners to develop further and to constantly deliver them added value beyond product performance. Many Ingredient Brands are still positioned around their primary product benefit and performance and over time that will not be enough to maintain profitable growth. New Ingredients have to adjust to such a new environment from the very beginning.

At BRAIND® we call this approach NEXT GENERATION INGREDIENT BRANDING.

With this concept we work with our customers on their future fitness in order to maintain or achieve a leadership position and to earn above avarage margins and income. Our company’s principle philosophy is to put together the right unique set of capabilities and competencies for each and every individual project in order to deliver the best custom-made solution depending on your industry and product / service range.Existing knowledge doubles currently every seven years. Brand Management and Marketing have significantly and irrevocably changed during the last decade and many fundamental rules of Branding and Marketing lost their validity. Brand Elasticity has significantly increased together with consumer education. Social Media enabled the shift of power and control over the messaging from the enterprises to the consumer. Retail environments are becoming the “third place” while Smart Phones and E-Commerce platforms offering instant transaction for the best price anytime anywhere. One of the largest restrictions for Ingredient Brands to grow further is the forward integration of wholesale brands and the improved branding initiatives of leading retail chains leaving less and less space for Ingredient Brands to display themselves and to send their relevant messages to the consumer.

So how are all those changes influencing the creation or the management of your Ingredient Brand? What is the role of your Ingredient Brand in this new world?

NEXT GENERATION INGREDIENT BRANDING™

Today consumers and end users are demanding more than just functional performance from their preferred brands. Same is true for Ingredient Brands. Brands are building emotional ties with their fans by being relevant through innovation, meaning, brand experience and interaction. For brand owners it is of high importance to constantly refresh their brands and to leverage existing brand equity into new territories offering new products, rethinking business models and go to market strategies.

BRAIND® SUPPORTS YOU IN ANY PHASE OF THE CREATION, MANAGEMENT OR REGENERATION OF YOUR INGREDIENT BRAND. WE HAVE THE PERSONAL EXPERIENCE AND THE ADEQUATE TOOLS.

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WHO IS IN?

The unique approach of BRAIND® lies in the combination of our world-class knowledge about Ingredient Branding and Brand Management in general and our deep, personal industry experience of having successfully managed premium Ingredient Brands in a global business environment.

That is what our customers value the most. We are not perceived as an agency or as a consultant, but as a vital part of a business team which is eager to build brand equity and to generate economical return for companies based on outstanding strategy and brand work.

Tomas Vucurevic

Founder and Managing Director

Tomas Vucurevic, one of the leading global experts for Ingredient Branding, is the founder and Managing Director of BRAIND®. For almost a decade Tomas has been the Global Brand Manager of one of the world’s most famous Ingredient Brands:
the GORE-TEX® brand. In this role Tomas was also responsible for the brand portolio of W.L. Gore’s Fabrics Division including the Ingredient Brands WINDSTOPPER® & CROSSTECH® and the consumer brands GORE BIKE WEAR™ and GORE RUNNING WEAR™. In that period, Tomas held as well an instrumental role in setting-up Gores Enterprise Brand Steering Committee and the corporate brand strategy and process.

Tomas has published articles in various books about Ingredient Branding and has been a guest speaker on this topic at many international conferences and leadership meetings of large corporations. He was a lecturer for Ingredient Branding at the ZFU International Business School in Zurich where he has been rewarded with the Teaching Award in Gold. He holds a master degree in Economics, specialized in Marketing and Tourism Management and has worked throughout his 20 year Industry career in leadership roles for global brands such as Motorola, Swatch and Gore-TEX®. In recent years he gained additional competencies in the Private Equity business driving international business development strategies for various companies in B2B industries.

Yasmina graduated from University of Arts in Berlin (UDK) with a Master Degree in Design. She is Certified Online Marketing Manager and Certified Social Media Manager from BTA Berlin.

Fluid Agency Network

BRAIND® operates as a fluid agency network, depending on the scope of the project. The core processes of an Ingredient Brand Strategy are always developed personally by the company owner and Senior Consultants.

Our experience over the past 20 years dealing with agencies and consultants as clients brought us to the belief that traditional agencies or consultants often don’t oversee the complexity of Ingredient Branding projects.

Depending on the scope of your project, BRAIND® pulls together an extended team which works very closely with your inside team on your specific Ingredient Branding need. We train and coach the teams of our clients into real Ingredient Brand experts and the cooperation with our clients often lasts over several years. We have actually not lost a client yet.

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Are you in?

BRAIND® VIEW ON BRANDS

Regardless of the view of the (Ingredient branded) world, a brand is a company’s most valuable asset. In companies with powerful brands, the brand and the business are fatefully linked together, the lines of demarcation between the two are often impossible to be defined. Understanding how these brands create value is key to maintain market leadership or establishing it in the first place. There is a collective understanding that most businesses would simply not exist without a brand. The brand defines the idea what the company is at its core.

The benefits of a strong brand are well known:

Long-term profitable growth

Emotional differentiation in the market place

Customer loyalty

Better access to the capital market at better conditions

Attractive workplace

Engaged employees

Strong brands form the key competitive advantage for any firm.

BRAIND® NEXT GENERATION INGREDIENT BRANDING™

Ingredient Brands have their own brand life cycles as any other brand too. Ingredient Brands have developed strong relationships with large audiences, many of them over decades. The brands’ clientele is expecting their partners to develop further and to constantly deliver them added value beyond sole product performance. Many Ingredient Brands are still positioned around their primary product benefit and performance and over time that will not be enough to maintain profitable growth. New ones have to adjust to a new environment from the very beginning.

At BRAIND® we call this approach NEXT GENERATION INGREDIENT BRANDING. With this concept we work together with our customers on their future fitness in order to maintain or achieve a leadership position and to earn above avarage margins and income. Our company’s principle philosophy is to put together the right unique set of capabilities and competencies for each and every individual project in order to deliver the best custom-made solution depending on your industry and product / service range.

PLEASE CONTACT US TO SHARE THE CHALLENGES YOUR BRAND
IS FACING. WE WILL BE DELIGHTED TO PROVIDE YOU WITH OUR KNOW-HOW, PERSONAL EXPERTISE AND PASSION.

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Come in!

BRAIND® is the first brand management consulting firm specialized in the development, enhancement or transformation of Ingredient Brands.

We provide our services to all companies who are acting or interested the business concept of Ingredient Branding. For us it is not important if you are a small company or a multinational large corporation. We love our customers.

We require only one thing from our potential clients: That the teams working with us are able to make the decisions needed in order to successfully implement the projects. Then we give you all our knowledge, experience and passion.

We welcome companies from various market positions:

COMPANIES WHO WANT TO CREATE AN INGREDIENT BRAND
BRAIND® will guide you through the entire process how to successfully set-up and establish an Ingredient Brand. We will analyze the market in which you are acting in, your competion, customer and distribution channels. We will evaluate your chances to do this successfully and we will give you our honest judgement. We will develop and deliver all needed tools and create together with you the needed internal and external processes to be ready to win.

COMPANIES WHO WANT TO ENHANCE THEIR INGREDIENT BRAND
BRAIND® will help you to develop, improve or enhance your Ingredient Brand and make it future fit with our NEXT GENERATION INGREDIENT BRANDING™ approach. You have already established a large fan community and you are looking for strategic options to offer new promises, attitudes, products or services in order to regenerate or enhance your brand.

COMPANIES WHO WANT TO TRANSFORM THEIR INGREDIENT BRAND
Your company sales and/or profits are shrinking and you are loosing market share. Or you have generated significant brand equity which is not valued anymore by your downstream value chain. Your former market partners are acting against your business interests. In both situations, BRAIND® will be your trustfull partner to transform your brand equity into new business models, product offerings or brand extensions. This will enable continous revenue streams from your existing brand equity and generate future growth potential.

COMPANIES WHO WANT WORK WITH AN INGREDIENT BRAND
BRAIND® will help you to generate the maximum potential out of your relationship with an Ingredient Brand partner. We support you in your understanding how working with Ingredient Brands can help you to enhance the equity of your own brand and to extract more value out of your business operations.